Reception theory states that media texts are encoded by producers with intended messages and values, but audiences decode texts in different ways based on their own experiences and perspectives, which may not match the producer's intended meaning. According to Stuart Hall, audiences can have dominant, oppositional, or negotiated readings. A dominant reading accepts the producer's preferred meaning, while an oppositional reading rejects this in favor of the audience's own interpretation. A negotiated reading is a compromise that incorporates some of both the producer and audience perspectives.

1. Reception theory (Stuart Hall,
1980)
Audience response

2. Reception theory (Stuart Hall, 1980)
• Reception theory states that media texts are
encoded by the producer- they are loaded
with values and messages.
• However, the text is then decoded by
spectators. However, different spectators will
decode the text in different ways, perhaps not
in the way the producer intended.

3. Reception theory (Stuart Hall)
According to Hall, audience members adopt one of the
following three positions when they decode the text:
• Dominant, or Preferred, Reading - how the producer
wants the audience to view the media text;
• Oppositional Reading - when the audience rejects the
preferred reading, and creates their own meaning for
the text;
• Negotiated Reading - a compromise between the
dominant and oppositional readings, where the
audience accepts parts of the producer's views, but has
their own views on parts as well.

4. Reception Theory
Lots of factors could affect whether we take the
dominant, oppositional or negotiated reading.
• Life experience
• Mood at the time of viewing
• Age
• Culture
• Beliefs
• Gender

5. Why might an audience member…
… take the dominant position: clear messages in your video; audience
member is same age/ culture; your video is relevant to modern
society; your video has an easy to follow narrative; your video deals
with themes that are relevant to your audience; audience member
likes this style of music
… take an oppositional position: your video has difficult or
controversial themes; audience member disagrees with the
messages in your video; audience member dislikes this style of
music; your video has a complex narrative structure; your video
does not deal with themes in modern society; your video
references a previous era; audience member has different beliefs;
audience member is of a different age/ from a different culture.
… take a negotiated position: a combination of some of the above e.g.
audience member likes this style of music, is of the same age as you
and understands some of the messages, but the narrative is
complex and this inhibits full understanding